{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='The umami burger designed to make you crave more' data-url='/boclips/videos/5c54cac4d8eafeecae19eb14' data-video-url='/boclips/videos/5c54cac4d8eafeecae19eb14' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nThe umami burger designed to make you crave more\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEAD IN:A burger chain in the US is selling burgers using 'umami' ingredients to make its customers crave more.Umami Burger is now selling a million dollars worth of burgers every week by tapping into human's natural cravings for umami...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEAD IN:A burger chain in the US is selling burgers using 'umami' ingredients to make its customers crave more.Umami Burger is now selling a million dollars worth of burgers every week by tapping into human's natural cravings for umami foods.STORY-LINE:How about that for a juicy burger?Fresh off the grill with the cheese still melting, this is one of the thousands of burgers Umami Burger sells every week in the US.Umami Burger is just five years old, but it's already carved out a little empire in the home of the hamburger.This is a burger empire built on the savoury taste of umami, one of the five basic tastes - along with sweet, sour, bitter and salty.While umami is a relatively new concept in this country, it has been well known in parts of Asia for nearly 100 years. It was identified in the early 20th century by Kikunae Ikeda, a Japanese scientist who coined the name umami using the Japanese term for \"deliciousness.\" He found that foods with the umami taste have a high level of glutamate, an amino acid and a building block of protein. Ikeda developed and patented a method of making monosodium glutamate, or MSG, a processed additive that adds umami taste to food, much as sugar makes things taste sweet.At Umami burger, although glutamates are used, the company says they are using only the natural, highest-grade ingredients.  Today, the chain is selling about one million dollars worth of burgers per week at its 24 locations in LA, New York City, Chicago and Las Vegas.Millions of us love certain foods because of umami, which can be put into foods to enhance our desire for them. Umami is found in many of the things we crave, such as parmesan cheese, soy sauce, pizza, and fried chicken.Adam Fleischman, Founder of Umami Burger, thinks he has the secret to why we crave certain foods. He studied why some of our favourite foods are so addictive and used the findings in 2008 to create his luxury burger chain with a $40,000 dollars start-up. \"My idea in 2008 was to create a restaurant based around the flavour of umami which is the glutamates that are found in burgers and pizza and Asian food that I felt was inherently craveable and that people really craved so I built the menu around that flavour rather than around what a burger typically was at the time. At that time, there were not a lot of gourmet burgers even in existence, so we kind of pushed that market forward\" says Fleischman.Umami Burger chooses to use natural glutamates for its burgers.The meat is seasoned with Umami Master Sauce which contains soy sauce and Umami Dust which is made up of dried porcini mushrooms and dried fish heads. The original Umami burger contains 23,185 mg of glutamate.\"There are a lot of ways we got Umami into the burgers. The first is we re-engineered the burger to make it a higher quality burger which included grinding the meat in house. Then we add ingredients that are high in Umami like parmesan, tomato, shiitake mushrooms, which were not big on burgers before and then we added a dust and an Umami sauce that we created proprietarily,\" says Fleischman.Registered Dietician and Professor of Nutrition at Santa Monica College Cynthia Gonzalez says glutamates are extremely hyper-palatable and thus we crave them.She says umami is what gives a savoury taste to foods and it's naturally occurring in the foods especially when they are aged or ripened.\"Ripe cooked tomatoes, cooked mushrooms, the meats that we cook, we put them all together and they are very hyper-palatable. Our taste buds really like it and they actually do have mechanisms in our brains that make us feel better. We also tend to re-associate having had those foods another time with wanting them again because the time we had them, we felt great, we really appreciated all their qualities and we are seeking those out again\" says Gonzalez.She adds that public bodies around the world have studied MSG and have now deemed it is a safe food additive. The American Food and Drug Administration (FDA) considers the addition of MSG to foods to be 'generally recognised as safe\".FDA studies found that MSG causes only mild, temporary reactions in a few people who eat very high levels. Still, the Food and Drug Administration requires that some foods carry labels saying they contain MSG and other glutamates so people can tailor their diets. Umami Burger never uses MSG in its restaurants. It has nothing against it says Adam Fleischman but he chooses not to use it because he does not consider it to be creative. \"There has been plenty of studies and what organisations such as the United Nations, The FDA and a lot of different research from various countries throughout the world found, that there is no correlation between monosodium glutamate and the symptoms that people have reported however what these organisations have said, that if you think you are sensitive to monosodium glutamate definitely lookout for that ingredient on labels. Look out for its other names on labels and there are also some of the naturally occurring glutamates in foods such as tomatoes and parmesan so you may also want to curtail the intake of those foods as well if you believe it's the glutamate portion that is affecting you\" says Gonzalez.T.J Clothier, 21, from Fort Payne, Alabama, is a first time Umami Burger diner who says he can see why people crave them.\"I think the burger was absolutely delicious. It was juicy and the bacon in 'The Manly' burger was to die for! It was so good, definitely crave-worthy. I will crave it. I can come back many times,\" says Clothier.Kaley Blankenship, 21, also from Fort Payne, Alabama, says she had heard about Umami burger, had to try it.\"The burger itself was just so thick and so juicy that I didn't need to add anything to it. Usually with a burger I need to add pickles or ketchup or something like that but with their burgers I didn't need to add a single thing. All the flavours were just fantastic and so good,\" says Blakenship.AP TELEVISIONLos Angeles, US -  2 April 20151. Close of an Umami Burger burger2. Close of sizzling burgers on grill3. Mid of flipping burgers4. Close of \"The Manly\" burger (cheese, lardons, smoked-salt onion strings, ketchup, mustard spread - costs USD $12)5. Mid of three Umami burgers6. Close of \"The Original\" Umami burger, (parmesan crisp, shiitake mushroom, roasted tomato, caramelised onions, Umami house ketchup $11.5)7. Wide exterior of Umami Burger building8. Wide interior of Umami Burger 9. Mid of man biting into burger10. Set up owner Adam Fleischman, Umami Burger and Umami Restaurant Group, Founder11. Pull out of Adam Fleischman checking and attending to burgers on grill in kitchen12. SOUNDBITE: (English) Adam Fleischman, Umami Burger and Umami Restaurant Group, Founder\"My idea in 2008 was to create a restaurant based around the flavour of umami which is the glutamates that are found in burgers and pizza and Asian food that I felt was inherently \"craveable\" and that people really craved so I built the menu around that flavour rather than around what a burger typically was at the time. At that time, there were not a lot of gourmet burgers even in existence, so we kind of helped push that market forward.\"13. Wide interior of kitchen14. Wide of chef plating burgers in kitchen15. Close of \"The Manly\" burger 16. Close of fingers sprinkling dust for burger17. Wide of chef sprinkling Umami dust on burgers18. Mid of chefs sprinkling dust on burgers 19. Close of burger20. Zoom of Umami Master Sauce being put on burger 21. SOUNDBITE: (English) Adam Fleischman, Umami Burger and Umami Restaurant Group, Founder\"We re-engineered the burger to make it a higher quality burger in general which included grinding the meat in house. Then we add ingredients that are high in Umami like parmesan, tomato, shiitake mushrooms, which were not  not big on burgers before and then we added a dust and an Umami sauce that we created proprietarily.\"22. Pull of waiter taking burgers to table23. Close of young boy taking bite out of burger24. Pull of general manager bringing burgers to table25. Mid of girl taking bite out of burgers and enjoying it26. Wide of two diners eating burgers27. Wide of Umami Burger interior with tables28. Close of man taking bite out of burger29. Set up of Cynthia Gonzalez, Registered Dietician and Professor of Nutrition at Santa Monica College30. SOUNDBITE: (English) Cynthia Gonzalez, Registered Dietician and Professor of Nutrition at Santa Monica College\"Ripe cooked tomatoes, cooked mushrooms, the meats that we cook, we put them all together and they are very hyper-palatable. Our taste buds really like it and they actually do have mechanisms in our brains that make us feel better. We also tend to re-associate having had those foods another time with wanting them again because the time we had them, we felt great, we really appreciated all their qualities and we are seeking those out again.\"31. Close of burger32. Close of burger cut in half to show inside33. Mid of diner biting into her burger34. Close tilt up of woman taking bite out of her burger35. SOUNDBITE: (English) Cynthia Gonzalez, registered Dietician and Professor of Nutrition at Santa Monica College\"There has been plenty of studies and what organisations such as the United Nations, The FDA and a lot of different research from various countries throughout the world have found, that there is no correlation between monosodium glutamate and the symptoms that people have reported however what these organisations have said, that if you think you are sensitive to monosodium glutamate definitely look out for that ingredient on labels. Look out for its other names on labels and there are also some of the naturally occurring glutamates in foods such as tomatoes and parmesan so you may also want to curtail the intake of those foods as well if you believe it's the glutamate portion that is affecting you.\"36. Wide of two diners being served burgers37. Set up of T.J Clothier38. SOUNDBITE: (English) T.J Clothier, 21, first time Umami Burger diner, voxpop\"I think the burger was absolutely delicious. It was juicy and the bacon in 'The Manly' burger was to die for! It was so good, definitely crave-worthy. I will crave it. I could come back many times!\"39. Set up of Kaley Blankenship, 21, first time Umami Burger diner 40. SOUNDBITE: (English) Kaley Blankenship, 21, first time Umami Burger diner, voxpop\"The burger itself was just so thick and so juicy that I didn't need to add anything to it. Usually with a burger I need to add pickles or ketchup or something like that but with their burgers I didn't need to add a single thing. All the flavours were just fantastic and so good.\"41. Wide exterior of Umami Burger building 42. Tilt down of outdoor menu sign43. 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